Sony's multiplatform campaign boosts audience engagement

Sony's campaign for the movie "This Is The End" has been coordinated across several platforms, generating an 8.1% engagement rate for the mobile ad. "The changing consumer media trends make it harder than ever to reach [the 18-to-34] audience, so the goal is to create a non-traditional approach," Elias Plishner of Sony Pictures Entertainment said. "This included showcasing a consistent message across desktop, mobile, connected TVs and gaming platforms."